Smartphoto wants to be perceived as an innovative online photo store that understands its customers and their way of taking photographs. For the Smartphoto Xmas campaign we wanted to use the juxtaposition of the type of photographs that stock photo companies use in their communication and the type of photographs that ordinary people take, for example, a pair of trainer-clad feet before going out for a run, a carefully laid out breakfast, or selfies taken from just the right angle.
Copywriting, Art Direction
The campaign consisted of a TV commercial and social media ads. We also created guidelines for the Smartphoto web site during the campaign.